More than half a century ago, a young, fourteen year old Swedish boy by the name of Åke Nordin loved hiking through his native Scandinavia:n landscape. However, he encountered a dilemma and couldn’t find a proper carry-all to house his adventure supplies. Taking matters into his own hands, Nordin created a framed backpack that distributed weight evenly and offered better support. A decade later, Nordin created Fjällräven and expanded from backpacks into a range of related products including quality outerwear and accessories geared towards the great outdoors.
This year, the Swedish label isn’t just taking it out into the wild, but ventured into the urban landscape and opened its first North American store in New York City. Housed in the city’s Nolita neighborhood and occupying a spacious yet cozy 1,700 square foot space on 262 Mott Street, the underground store not only carries the label’s iconic items such as the 60/40 Greenland Jacket and Kånken packpack, it also brings in goods that compliment Fjällräven’s philosophy. Think Hanwag boots and Gränfors Axes that will come in handy on your next camping trip, and also specially curated vintage Swedish and American outdoor apparel and footwear.
Designed with a rustic touch and a dose of longing for the wilderness, the store has an unfinished minimalist vibe accented with some natural elements such as branches and trees. Items are displayed on the wall hanging off perforated hardboards and stacked into clean white shelves, giving the entire space the appearance of a storage room dedicated to camping. Also check out the Swedish flag compiled from yellow and navy Kånken backpacks– proud homage to both the label and its roots.
With the store, fans of the label will no longer have to scour the internet for a Kånken backpack, and can instead try out a fine selection in a kaleidoscopic range of colors from the store itself.
Fjällräven New York Store
262 Mott Street | Map
New York, NY 10012